Directed by Peter Aquilina.
The brief from the client was simple — refresh the brand and target it at younger consumers.
The client wanted to refresh the brand as this product has been in Indonesia for more than 15 years. In targeting younger consumers, the team went for a lifestyle statement rather than a statement about it’s re-energising benefits.
Shot over 5 days in Jakarta with multiple camera formats, editor Eric Chooi spent a good many days just previewing the rushes. Mervyn Lim of Cinered Indonesia did some